Lonny Spiva buys Heartland USA
Industry veteran and former Sales and Marketing Director Lonny Spiva has bought the Gardena, California based parts, accessories and styling and custom conversion kits manufacturer Heartland USA from founder Jim Grove.
Known for their E-Z rear fender conversions and quality accessories for the American V-Twin marketplace for the last 20 years, in Lonny Spiva, Heartland is now in the hands of an experienced and respected industry professional who numbers Biker’s Choice, Custom Chrome, Hard Drive, Custom Cycle Engineering and Renegade Wheels among others in a career that has well equipped him for an ownership role.
Speaking of his decision to retire and sell to Spiva, Jim Grove says that “Lonny was the first choice to carry the Heartland USA brand into the future. In the three plus years that Lonny was here at Heartland, his fingerprints can be found all over this brand. For example, he was instrumental in developing our first catalog.”
“I was excited when Jim called, I have always loved the Heartland brand, and now I have been given the chance to be a part of it in a very big way,” Lonny said about the future. “I feel I’ve come home, and I’m looking forward to conservatorship of the Heartland brand.”
Jim stated: “I know that Heartland will be in good hands with Lonny at the wheel. He has a passion for the business as much or more than I do.” Lonny added: “We’ll be getting busy straight away, so watch for new and exciting kits coming from Heartland in the upcoming months.”